TikTok Beauty Trends – May 2024

Every month NellyRodi beauty experts show you a selection of the most interesting trends on TikTok. Here’s the update for May 2024!

Once a precious ally, synonymous with wellbeing and even health, the sun is now becoming our worst enemy. This is especially true for the younger generations sharing their tips and favorite sun protection products on TikTok.

Today the sun is recognized as the primary cause of skin aging. Numerous filters on TikTok offering advice, prevention tips and precautions for sun exposure reflect consumers’ growing desire to protect themselves.

On TikTok, the hashtag #Sunscreen has 1.2 million associated videos, while a search for the hashtag #SPF generates over 236,000 posts. The upshot is that sunscreen is Gen Z’s second most used facial care product after cleansers (NellyRodi’s 2023 “Unfolding Gen Z Beauty” report).

In the same dynamic, the sun damage filter (57,500 TikTok posts) raises awareness by using augmented reality to reveal the effects of UV rays on skin and show the brown spots and signs of premature aging caused by excessive sun exposure.

@ann.dyu No way I wear spf every day😞 #sundamage #sundamagedskin #spf #skintexture #relatable #trythisout #foryou ♬ original sound – edit audios

The #UVcamera hashtag (172,200 TikToks posted) educates consumers by featuring a UV camera that checks if sunscreen has been applied correctly. Brands use this feature as an educational tool to emphasize the importance of an even application for optimal protection. These innovations demonstrate a shift in mindset, with prevention and protection becoming priorities in the quest for health and beauty.

@ashleyleiz @Ashley &lt- for the camera! There’s a lot of talk about how spf sticks aren’t good for reapplication or that you have to apply so much to get a good coverage so I decided to try it with the uv camera 🤨 #uvcamera #sunscreenstick #spfstick #sunscreen #spf #skincare ♬ original sound – Speedy sounds

Sun protection is now everywhere in the beauty market, and sunscreen, integrated into numerous skincare products and worn daily, has become an essential part of consumers’ beauty routines.

Sunscreen comes in a variety of forms: traditional formats like moisturizers and makeup, and new formats like sticks and mists. And, with enhanced sensory appeal to attract the general public, it’s moving to center stage. The dramatic arrival of the Supergoop! brand in France with an extensive, innovative range of sun care products; the Substance of Light brand promising a new generation of UV protection; and the emergence of new sun care options for areas like the scalp all demonstrate the growing concern among consumers for protection from the sun’s rays.

So sun protection is now the top ally in the Gen Z beauty routine. Used mainly for prevention, its benefits are numerous, and young consumers are on board. 55% of Gen Zers use a product with SPF at least once a week, and 35% every day (NellyRodi’s 2023 “Unfolding Gen Z Beauty” report).

Collagen has been the star ingredient in recent months. It’s everywhere, in all products, in all forms and at the heart of all beauty discussions. Initially incorporated into various products in the United States, it has now become a central topic in international beauty and wellness conversations.

A protein naturally present in our skin, collagen plays a major role in providing elasticity and firmness. But as we age, collagen production decreases, leading to visible signs of skin aging. This is where the beauty industry steps in, promising a rejuvenation boost through new anti-aging products specifically targeting collagen stimulation.

Today collagen comes in all forms – solid, liquid, powder – and is an ingredient in numerous beauty products. From simple moisturizing creams to masks, patches, dietary supplements and injections, collagen seems ever adaptable. It fits into a 360° beauty approach and can be applied to the skin, ingested, injected, and recently, even stored. Whether used for prevention or correction, collagen seems to be the miracle ingredient in the latest beauty routines.

The #CollagenMask hashtag (325,200 TikToks posted) proves the popularity of this protein, available in multiple formats. Many consumers share their experiences and the best collagen-containing products :

@kay_caputo i am so obsessed with this mask and for good reason- IT PERFORMS 😍 #biodance #collagenmask #facemask #collagen #glowy #glassskin #texture #redness #clear #sleepingmask ♬ sweater weather – chlo.0416xx

The most recent collagen-based trend gaining traction with Gen Zers is #CollagenBank (35,600 TikToks posted), which involves storing collagen reserves in the skin to prevent signs of aging.

@drbonnyclinic COLLAGEN BANKING- with Dr Bonny. What is it and how do we BANK COLAGEN? Treatnents that will help prevent collagen loss, stimulate collagen and reduce the signs of ageing. 🥰❤️ #collagen #collagenbanking #collagenbank #stimulatingcollagenproduction #antiaging #antiageing ♬ Aesthetic – Tollan Kim

Collagen techniques, described as true investments for skin’s future, have been easily accepted in various forms by Generation Z, keen to delay the signs of aging. However, practices like collagen banking or ingesting collagen have also sparked questions about their effectiveness. Beauty journalist Jessica DeFino, for example, warns about the pseudoscientific aspects of these approaches.

After the #MobWife trend earlier this year, the new aesthetic increasingly present on TikTok is the Horse Girl, with over 1.3 million associated videos. The trend, which revolves around horses, the equestrian lifestyle, cowboys and nature, is gaining ground

The Horse Girl trend captivates the imagination of it girls who have no trouble dressing as if they just finished a riding lesson. This trend is embodied by icons such as Beyoncé riding a magnificent horse for her Renaissance album cover; Bella Hadid (the true Horse Girl ambassador), whose new boyfriend is said to be a real cowboy; Kendall Jenner showcasing her passion for horseback riding in “Vogue”; and, of course, Pharrell Williams’ latest Louis Vuitton show, which takes us to the Wild West with a revamped western style.

@oklaurizzle the cowboy aesthetic is here! we recorded this before beyonce dropped her new single! #fashiontrends #cowboy #horsegirl #aesthetic #rodeo #equestrian #fashionstyle ♬ TEXAS HOLD ‘EM – Beyoncé

This trend extends beyond fashion and music and moves naturally into every sector, especially beauty.

The Horse Girl has become an entire lifestyle with cowboy boots and hat, flared jeans and ranch-inspired perfume. The #HorseGirlPerfume hashtag (19,800 TikToks posted) highlights the extension of this aesthetic trend into the beauty realm, particularly the world of fragrance. A wave of perfumes inspired by everything related to horses and the equestrian lifestyle transports consumers to another universe. For instance, Naomi Goodsir’s Corpus Equus (Latin for “body of a horse”) is described as a “dark, deep and animalistic composition with assertive leather notes,” paying homage to a proud and impetuous horse. The British house Papillon Artisan Perfumes recently launched the equestrian fragrance Epona, with notes of leather, saddle soap and horsehide accords. The scent aims to “capture the essence of a horse’s power” and “evoke the gentle warmth of a horseback ride.”

@scoutdixonwest @Etto @fragraphilia #perfume #fragrance #horsegirl #horses #cowboy #equestrian ♬ original sound – SCOUT DIXON WEST

So the equestrian universe has become an inspiration across several sectors for brands who have readily adopted the lifestyle trend which is increasingly popular with young generations in search of escapism.